consumer relationship االتعديل النهائي-1.pptx
- 2. Undersupervision : Dr:Wafaa Fathy Prepared by : Bossy Ibrahim Mahmoud
- 3. OBJECTIVES At the end of this lecture each student will be able to: 1. 1-Introduction 2. 2-Define consumer , customer and consumer relationship 3. 4-Determine importance of consumer relationship . 4. 5-Mention 6 points to build better customer relationship. 6-Discuss customer relationship management. 5. 7-List types of consumer relationship. 8-Identify promotional channel of consumer relations . 6. 9-Discuss Role of nurse in marketing and consumer relations .
- 4. INTRODUCTION As an insight provider consumer s are given opportunities to evaluate products and express their views and needs. The insight provider's role is important to the creation because consumers are regarded as a source of information from which firms can find solutions and identify needs.
- 5. DEFINITION OF CUSTOMER AND CONSUMER Customer: Who buys the goods or services from a seller is also known as buyer or client. consumer: The person who uses the goods or services.
- 6. Definition of consumer relationships: Consumer relations are the relations which the organization has with its consumers in order to have a long term relationship, getting a feedback, increasing brand loyalty and having a positive brand image. Marketing : Process include Analysis , planning , implementation and control of carefully formulated of values with target markets for the purpose of achieving organizational objectives .
- 7. 1- Assessment. In the marketing process , environmental assessment is conducted to identify and research the target market. Strategic marketing process Assessment Planning Implementation Evaluation
- 8. STRATEGIC MARKETING PROCESS (PLANNING PHASE ) Step 1: SWAT analysis GOOD NOW Maintain & build GOOD FUTURE Prioritize & optimize BAD NOW Remedy or stop BAD FUTURE Intercept and counter
- 9. CONT.…….. The environmental assessment is followed by the development of marketing plan , this plan outlines the service or program to be provided , detailed budget / cost analysis, and the promotional activities designed to promote the program. And developed mission , goal setting and objectives
- 10. 3- IMPLEMENTATION PHASE . -The implementation phase include establishing the program and promotional activities designed to communicate benefits of the service program to clients. - forms of promotion may include media release , brochures , pamphlets , newsletters and ward of mouth (advertising).
- 11. 4- EVALUATION. -The evaluation include satisfaction surveys , interviews , with clients and further research studies designed to assess reason why clients are using or not using the services or product , feed back is essential component of the marketing process.
- 12. MARKETING MIX (PRINCIPLES ) hospital management may start with product, price, promotion and place. There are four original marketing principles known as the 4Ps
- 13. CONT.… product refers to an item that satisfies the consumer's needs or wants. Products may be tangible (goods) or intangible (services, ideas or experiences). Price refers to the amount a customer pays for a product. is the only part that talks about the value for the firm.
- 14. CONT.. Place: refers to the point of sale. In every industry, catching the eye of the consumer and making it easy for her to buy it is the main aim of a good distribution or 'place' strategy. Retailers pay a premium for the right location Promotion: this refers to all the activities undertaken to make the product or service known to the user and trade. .
- 15. MARKETING MIX 5MS Money:The financial resources needed to launch and grow a business Definition The 5M Framework is a business planning framework that can be used to develop and execute a successful business strategy Market:The target audience for the business’s products or services Meaning:The purpose or mission of the business Means:The systems and processes that the business uses to operate Magic:The unique selling proposition (USP) of the business. Or, to put it another wa it’s the products and services that you offer and what they do for your customers.
- 16. IMPORTANCE OF CONSUMER RELATIONS Increase customer retention It is necessary to understand the consumer needs Increase customer loyalty Increase customer satisfaction Increase customer feedback product can be easily collected. In order to achieve higher topline. Get idea about the latest needs of the customers.
- 17. WAYSTO IMPROVE CUSTOMER SATISFACTION IN HEALTHCARE Expectations of care Communication with physician and staff Responsiveness of physician and staff Cleanline Timeliness of phone calls, appointments and results
- 18. CUSTOMER RELATIONSHIP MANAGEMENT: Customer Relationship Management is a process of acquiring, retaining, and partnering with selective customers to create superior value for the company and the customer.
- 19. TYPES OF CUSTOMER RELATIONSHIP MANAGEMENT: 1. Operational CRM 2.Analytical CRM 3. Collaborative CRM
- 20. 1) OPERATIONAL CRM: It helps to streamline business process like sales, service and market automation. The primary purpose of operational CRM is to generate leads, and offer customer support throughout the lifecycle of a customer. For example of operational type Live chat system : refers to typically implemented through code that is inserted on selected pages of website and organizations can decide on which pages to make live chat that provides companies with away to interact with users when they visit an organization media .
- 21. 2) ANALYTICAL CRM: It is based on processing, reporting and storing customer- related data. It also holds the marketing, finance and sales data which facilitates analytics and customized reports. Analytical CRMs are good for Companies that have a lot of customer data and don’t know how to effectively use it For example of analytical type IBM company send to any where Sensors to collect climate information , posts on social media , digital photos and videos , purchase records , online cell phone purchase records .
- 22. 3) COLLABORATIVE CRM: Enables organization to share customer‘s information among various business units such as marketing sales and technical team. Its primary goal is to improve the quality of customer services to gain loyalty and acquire new custom For example of collaborative type Microsoft dynamic 365 program As (one Drive ) or (one note) program used to send files to share with other to attractive consumer to participation and communication As ( Microsoft team )
- 23. ADVANTAGES OF CRM: 1- Retaining customer. 2- Reducing marketing cost. 3- Reducing need of market research for customer insight. 4-Customer satisfaction. 5- Determine demand for product. 6- outlines measures for generating the cash for daily operation, to repay debts and to turn a profit. 7- Identifies new product areas 8- Identifies new and/or potential customers 9- engages customers and helps them make the decision.
- 24. Promotional channels of consumer relations : A consumer (who may be a patient or caregiver) interacts with a CRM program via several promotional channels, which are usually selected in atargeted approach to match the media consumption habits of that consumer.
- 25. CONT.…….. These can include one or more of: 1. Print, including magazines and newspapers. 2.Television, in particular direct response television. 3. Banner advertising, which are usually placed in online media. 4. Search engines, where consumers are seeking specific information regarding a health condition, disease, treatments. 5. In office materials, usually found in the waiting room of doctor's office and clinics. 6. Mobile phone text messages, which though more innovative, may be a similar promotional mechanism to email, usually with a faster response.
- 26. ROLE OF NURSE IN CONSUMER RELATIONS AND MARKETING. • Itself as a profession. Nurses must promote appositive image. • Nurses must first be convince of their worth and then sell the idea to others. • Educational programs for nursing about marketing and consumer relationship . • Gaining support for nursing is another important method for marketing of nursing to enhance positive consumer relations .
- 27. CONT. • Building relationship through good communication, mutual problem solving, sharing of idea and negotiations is a reasonable approach to obtain support. • The future of nursing may depending upon the image of nursing and on the demand for nursing created through successful consumer relations .
- 28. REFERENCES CRM in health care marketing Published by CLEVER FOX PUBLISHING 2020 Consumer relationship in health care by Ira J. Haimowitz, Ph.D. 2009 Mitra,A. (2016). Fundamentals of quality control and improvement. John Wiley & Sons. Schmieder, R., & Edwards, R. (2011). Quality control and preprocessing of metagenomic datasets. Bioinformatics, 27(6), 863-864. Munoz,A. M. (Ed.). (2013). Sensory evaluation in quality control. Springer Science & Business Media.